8 false promises agencies make to clients - iMediaConnection.com
False promises 7 and 8
"We know digital" or "We are global."
These two claims could be true, but they are also vague enough to give agencies wiggle room. Sure, an agency might have a shop outside of the U.S., but that does not give them a stamp of global approval. To be global means that agencies have experience with internationalization and localization for several countries and languages. It does not mean that they have a one-person office in a foreign country.
As for knowing digital, clients need to evaluate this claim on their own. Look at the work history. Is the agency a traditional shop that just opened a digital office or has it been executing digital campaigns for a while? Either way, clients should ask for proof to support such claims.
"We can guarantee you this much $$."
Revenue is the ultimate measure of success, but agencies cannot predict how much revenue they will generate for clients. Just like "going viral" should not be promised, producing a certain amount of revenue cannot be guaranteed. Promises like this are usually a way for agencies to differentiate themselves from the pack because they come across as accountable and confident. However, this sets unrealistic expectations around client-agency engagements. Clients probably do not get desired results, and agencies end up rationalizing campaigns that don't live up to their revenue goals.
This is not to say that agencies cannot be held accountable for campaign success or that they should not strive to achieve revenue goals. It is, however, an unrealistic promise for agencies to guarantee exactly how much money a campaign will produce. There are far too many variables to consider -- from both clients and agencies -- to make such bold statements. It would be far better for agencies and clients to come to an agreement about other metrics to measure the output of a campaign.
It is up to agencies to manage the expectations of their clients, and the responsibility starts during the pitch process. To draw on a tired cliché, a pitch is like a first date; everyone wants to put their best foot forward, minimize flaws, highlight attributes, and see where the meeting takes them. From here, it is up to each party to make its own judgments and see if a mutually beneficial relationship is possible. Clients should have a firm understanding of what they will get when hiring agencies, and hopefully with this article, clients can be better informed about when agencies might be stretching the truth to impress them.
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